Facebook say they have listened to feedback and want to make Insights clearer and more actionable. Sounds good. Current insights are inconsistent and I always take them with a pinch of salt. With these new insights, Facebook have evidently realised that if they want to charge Facebook users to reach the fans they have already paid to acquire – there had better be some good stats available to justify all this spend to the CFO!
People Talking About This (PTAT)
Currently a single ambiguously achieved number Facebook are going to split this out in to its constituent parts. These will all now be reported sperately as:
- Page Likes
- People Engaged (the number of unique people who have clicked on, liked, commented on, or shared your posts)
- Page tags and mentions
- Page checkins, and other interactions on a Page.
Virality (now called ‘Engagement Rate’)
“We also heard that the virality metric in Page Insights is often used as a benchmark for Page post quality. However, this metric doesn’t include clicks in its measurement, which are a strong indicator of positive post engagement and a key piece in providing marketers with metrics around overall post quality. So moving forward, we’re including clicks in this metric and renaming ‘virality’ to ‘engagement rate’ to be clearer in our definition.”
The new insights are split in to four distinct sections; Overview, page, posts and people.
Facebook now give Page managers a post-specific ‘score card’, allowing you to compare positive and negative metrics together.
New Demographic Metrics (People)
You can now see the data not just for those users you have reached, but also for those who have engaged with your page. You can now break this down even further and see if people in different countries or towns ‘like’ or engage with certain content categories. E.g, you see that fans in London engage most with posts that feature black cabs, where-as those users in Wales were more prone to interact with posts about rugby…or dragons.
Facebook state that this will be a gradual roll-out starting with selected page managers, before becoming more widely available ‘later this summer’.
More information from the horses mouth